Daddy Green's Pizza

TEAM

Scott Zachau

Shruti Arora

Yiting Lu

Samantha Brooks

DURATION

15 Weeks

ROLE

UX  Design

Research

Daddy Green’s is a neighborhood pizzeria that opened its doors on August 17th, 2014 on Malcolm X Boulevard in Brooklyn, New York. Owner Kola's goal was to create a pizza joint that had a “real neighborhood vibe” and “held onto things that are important to New Yorkers.”

However, due to a dispute with their landlord about using the basement and obtaining a liquor license, Daddy Green’s was forced to move from its original location in 2019 April. The new location on Fulton Street lacks the seating, space, and foot traffic of DG’s previous location -- driving Kola to focus on increasing their delivery business. 

How might we help Daddy Greens Pizza adapt from dining in service to delivery focus business?

01-1

Daddy Green's Pizza is our client in our service design class. Our team redesigned in-store and digital experiences to help them adapt to new the location and increase the owner’s profit. 

Understand the business 

In order to identify the business's pain points, I interviewed Kola about how the business operates as well as observed the flow of orders to find out more about it.

Business Goal

kolasgoa

Key Insights

Insight

The in-store experience is not a priority but crucial for a neighborhood pizzeria

We traveled to Daddy Green's to experience the pizza & store for ourselves! In our analysis, we broke down each segment of the experience in search of potential service design opportunities.

JourneyMap

In-store Opportunity  Zones

instore

Digital experience push customers to 3rd party delivery site

In order to understand daddy’s green online user experience, we explore all online platforms which can get access to order or know daddy’s green. We have two goals for this part. The first one is investigating if platforms are optimized by Daddy Green’s based on digital marketing best practices, the second one is seeing if platforms were supporting his business goal of increasing delivery revenue & driving customers to his app & website.

digital11

Competitor Analysis

We went on a field trip to understand and compare other Local Pizza places: we started from nearby local places like Rocco’s on 7th, then Pizza Paradise where we had a Slice and then we proceeded to Big Slice Pizza and ended our day with evaluating Little Italy Pizza on 6th. We compared these places based on 6 attributes.

ca

Understand How Customers Oder 

We interviewed to find out what affects people when they order delivery. We found out those are top influential factors:

1. Friends/recommendation

2. Price sensitive

3. Nearby Location

4. Online Review

INTERVIEW

Design Strategy

strategy

Solutions

strategy-jasc–-1
strategy-–-02
strategy-–-5
strategy-–-6
strategy-–-03
strategy-–-8
strategy-–-9
strategy-–-04
strategy-–-7